hoe implementeer je een social ambassadeursprogramma. · •onderdeel van de dialog groep...
TRANSCRIPT
Hoe implementeer je een social ambassadeursprogramma.
Dennis Koorn, Social Dialog
Wie wij zijn
•Onderdeel van de Dialog Groep
•Kantoren in Belgie & Nederland
•Sales Manager Social Dialog
•Customer experience, online marketing
Stip aan de horizon: social media ecosysteem
Druk op een logo voor de video!
A fool with a tool is still a fool
Onze visie
4.3Bemail accounts
5.4Bsocial media accounts
Volwassen communicatiekanaal
Dit is niet alleen
een shift in technologie
maar ook een fundamentele
culturele verandering
Koudwatervrees
Koudwatervrees bij medewerkers?
Advocacy is more than reach.
Retention, recruitment, brand, and beyond.
Success and results come from:
Goals & Plan Adoption & Education
User Experience
Waarom zouden medewerkers meedoen?
✓ Trots op werkgever
✓ Betrokkenheid bij bedrijf
✓ Actief willen bijdragen
✓ Personal branding
✓ Voldoening
Draagvlak van de directie?
Waarom zouden organisaties meedoen?
✓ Zichtbaarheid vergroten
✓ Traffic naar website stimuleren
✓ Werving nieuwe medewerkers
✓ Naamsbekendheid verbeteren
✓ Informeren medewerkers
Gewoon een kwestie van Plug en play?
Toch stiekem het wiel opnieuw uitvinden
De kracht zit in de voorbereiding
Stelling 1
Niet het wiel opnieuw uitvinden….
De basis voor succes
Hoe werkt het?
•Beheer vanuit centraal Dashboard• Rollen / rechten• Content• Analytics
• Gebruikers via een app en/of e-mail
De basis voor succes: men neme…….
Doelstellingen
Een plan
1 druk op de knop tool
Opleiding
Content Consistency
Communication Cadence
Advocate Recruitment
Implementeren
Goal Setting
Organizational Buy-In
Deployment Planning
Voorbereiding
KPI’s
Adjustments
ROI
Meten
People & Content
Identify Advocates
Motivating for Success
Strategie
LAUNCH
Succesvolle Realisatie
Strategie workshop
● Doelstellingen? KPI’s?
● Identificeren eerste groep interne
ambassadeurs
● Types content bepalen
● Interne communicatie richting stakeholders
over de implementatie
● Hoe gaan we met content om in Amplify?
● Waar zal de Amplify strategie afwijken van
de bestaande content strategie?
Gezamenlijke inspanning om succesfactoren tebepalen
Content speelt twee rollen in het ambassadeurs programma:
Rollen
Mensen die content
delen
Mensen die content
creëren
Employee Advocacy WorkflowFind great content within the Hootsuite dashboard and share it to the Amplify app
Social Media Specialist
Advocate
Edit posts to align with branding before publishing to
advocate devices
Emphasize your most important posts by pinning to the top of
streams and sending notification emails
Identify top content and performers in your internal network through in-stream
analytics
Receive email invite to download app, login and create a personal
profile
Add your personal social networks and find people in your network to
follow
Easily browse suggested content by recency, popularity or who you
follow
Dig deeper to get more info around content or it’s popularity, and share to your own networks with one click
Launch Vid
Posters
Create Excitement
Events
All Hands Meeting
Department
Leader Briefings
Off
lin
eO
nlin
e
All employees
Internal Communities
Web-based community
Landing Page
Customized
training portal
Launch Video
Supports all communication
Interne Communicatie (Best Practices)
Voorbeeld Implementatie:90 Dagen Aanpak
Training
Voorbeeld 90 dagen aanpak
Communicatio
n Activities
Content: Major
Announcement
1 10 15 After Strategy
Session20 25 30
30Focus audience: Early Adopters / Champions
60Focus audience: Middle Adopters
90Focus audience: All Advocates
Share Program
Highlights
Empower Your
Champions
Content: Major
Announcement
Email: Improved
Reach Metrics +
Success Story
Content:
Weekly Push
Notification
Piece
Email: Download
Reminder
‘Amplify This
Week’ Begins
Content
Performance
Assessment
In-tool
Activities
30 Dagen: Focus op Adoptie
Desired Action Audience Communication Tactic Timing Education Stream
Sharing ● Early Adopters● Champions
Content: Push + Email Notification Weekly Sharing
App Installs ● Early Adopters● Champions
Email: Download Reminder 72 Hours(5x)
● Setup● Onboarding
App Installs ● Early Adopters● Champions
Email: Generic Video 14 Days ● Topic Selection● Following
App Installs ● Early Adopters● Champions
Email: Amplify Best Practices Video 21 Days ● Setup● Onboarding
Empower your Champions
Top Performers Email: Be an Amplify Leader 25 Days ● Expertise● Mentorship
App Installs ● Early Adopters● Champions
Email: Sharing Video 28 Days Sharing
60 Dagen: Focus op Activatie
Desired Action Audience Communication Tactic Timing Education Stream
Sharing Middle Adopters Content: Push + Email Notification Weekly Sharing
Empower your Champions
● Champions● Amplify Leaders
Meeting: Advocacy, Feedback, and Updates
32 Days ● Expertise● Mentorship
App Installs Middle Adopters Email: Download Reminder with Company Stats & Sharing Video
35 Days App Installs
Sharing Middle Adopters Email: Hot Tips from Amplify Pros Video
49 Days NavigationFollowing
Empower your Champions
● Champions● Amplify Leaders
Leader Spotlight Story 60 Days ● Expertise● Mentorship
App Installs Late Adopters Email: Download Reminder Every 14 Days
● Onboarding ● Setup
90 Dagen: Focus op Resultaat
Focus Audience Communication Tactic Timing Education Stream
Sharing ● Early Adopters● Champions
Content: Push + Email Notification Weekly Sharing
App Installs Late Adopters Email: Download reminder Every 21 Days
● Onboarding ● Setup
App Installs All Email: Download Reminder with Company Stats & Sharing Video
63 Days App Installs
Impact All Email: The Reach We’ve Achieved Together
77 Days Sharing
Impact All Email: How to use Amplify Content to Grow your Network Video
84 Days Sharing
Empower your Champions
● Champions● Top Performers
Inter Office Mail: Hand-Written Note ‘Thank you for your Ongoing Leadership’
90 Days ● Expertise● Mentorship
Impact All Event: Milestone Celebration - Three Months of Amplify
90 Days Sharing
Launch Specialist
set-up, onboard, and launch products for Admins and Advocates
Social Strategist
customized onsite or online strategy training, social media best practices
Enterprise Support
24/7 technical support, including a global team fluent in 6 languages
Account Executive
able to connect to products with your organization
Ons projectteam
Executive Sponsor
strategic direction and project resources to help ensure a successful outcome
Stakeholders
empowered to make decisions on program scope, budget, and schedules, and to resolve escalated issues and risks
Project Lead
owns communications and client deliverables during the project; acts as an advisor for the business
Administrator
assist with the setup and onboarding of Franchisees, and ongoing maintenance of Amplify
Projectteam opdrachtgever
Opleiding en training?
An employee who feels appreciated will ALWAYS do more than is
expected.